Cyber Monday

Yup, it's coming again ... and the trade journalists are absolutely frothing at the mouth. Cyber Monday is a big deal for them, because they maximize clicks around the fake holiday, and that means they bank ad dollars.

I recently analyzed a business.

• Three year Black Friday - Cyber Monday trend = +10% per year. Average discount = 30%.
• Three year November 1 - December 31 trend = 0% change. Average discount = 20%.

Do you know what that means?

It means that capitalizing on the "Cyber Monday" opportunity caused the company to lose money. They shifted sales into the Black Friday / Cyber Monday window and gave up 10% of sales for no good reason.

Please do what is right for your business.

P.S.:  Wayfair is spending $65 - $75 to acquire a customer (click here).